Remarketing lists are a powerful tool for all Google Ads campaign types– but specifically for Google Browse advertisements.
With the looming, unavoidable privacy updates coming to marketing, remarketing lists are an important part of any PPC strategy.
Remarketing allows you to hyper-target specific audiences who are already familiar with your brand to assist make the most of return on ad spend (ROAS).
A customer journey can have numerous touchpoints prior to making a purchase.
Below you’ll discover 10 innovative and actionable use cases of Remarketing Lists for Search Ads (RLSAs) to record prospective customers earlier in their purchase journey.
With so many chances to utilize remarketing lists, let’s break down methods based on where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Methods
These 3 remarketing strategies cover the essentials of top-of-funnel marketing and make use of various campaign types to help take advantage of your RLSAs.
1. Target Users Who Have Engaged With A Video Campaign And Motivate Them To Take Action
If you’ve attempted Buy YouTube Subscribers Ads in any type and have actually struggled to determine or quantify success, then this method might be for you.
Buy YouTube Subscribers advertisements are an excellent way to get awareness of a product, service, or brand– but how do you get a brand-new user to do something about it from that very first touchpoint?
Go into in remarketing lists.
Google Ads allows you to create various kinds of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are two essential requirements for utilizing this list type:
- These lists can only be used in other Buy YouTube Subscribers or Browse projects– not Show.
- Your Buy YouTube Subscribers channel should be linked to your Google Ads account.
To establish Buy YouTube Subscribers remarketing lists, browse to Tools & Settings > Shared Library > Audience Supervisor.
In Audience Manager, struck the “+” button to begin segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google offers a wide variety of alternatives to begin leveraging your Buy YouTube Subscribers video engagement for remarketing. These options consist of engagement from:
- Views to videos.
- Subscribes to the channel.
- Visits to the channel.
- Likes on videos.
- Add videos to playlist.
- Shares of videos.
Even more, you have the ability to section further to make your remarketing lists as specific as possible:
Screenshot by author, October 2022
To take advantage of these recently created Buy YouTube Subscribers remarketing lists, try including them to your existing Browse campaigns as “Observation Just” at first to comprehend if these users are most likely to communicate with your projects versus someone who hasn’t seen your Buy YouTube Subscribers videos.
Taking it a step further, you can develop brand-new Search projects that particularly target these users.
The benefit is that you can supply different messaging to these users who have currently interacted with your brand name.
2. Exclude Low Quality Or Irrelevant Site Traffic From Search Projects
If you’ve run any kind of awareness campaign, you’ve most likely seen a boost in traffic in general, including irrelevant webpages or low-grade visitors.
What do we constitute as low-quality or irrelevant web pages?
- Any page that would not result in a purchase, such as:
- Careers page.
- Investors page.
- Market with us page.
- Customer support page.
- Users who remained on the site for less than one second.
Excluding these kinds of website visitors from the beginning can assist make your remarketing efforts more cost-efficient in the long run.
3. Develop Lookalike Audiences From Your Own First-Party Data
Using Google’s affinity audiences or qualities that consider someone at the top of funnel for your services or product can be difficult, specifically if you’re a small company or have a minimal budget plan.
It may feel that you do not have a great deal of options to reach brand-new users without paying a lot for it.
But, have you ever thought about using your most important possessions to construct awareness?
Leveraging your own first-party data to develop Lookalike audiences offers you more utilize than third-party data, such as Google’s affinity audiences, to reach like-minded individuals of users who already love your brand.
To produce an audience like this, there are a few options to think about:
- Create a remarketing list of previous buyers using Google Advertisements or Google Analytics.
- Upload a list of previous purchasers to Google Advertisements.
Depending on the size of these lists, you’ll have the choice to develop a Lookalike audience and utilize it for either Buy YouTube Subscribers, Show, or Search.
The example below shows what a remarketing list based upon a finished purchase URL appears like when produced in Google Ads:
Screenshot by author, October 2022
I personally like to use Google Analytics when producing remarketing lists due to the fact that you have many more segmentation or filtering alternatives to be as particular as you need to be.
As a pointer, your website should be tagged and linked with either your Google Analytics home or Google Advertisements tag.
Consideration Stage Remarketing Methods
These four remarketing methods assist move the user from the factor to consider to the purchase phase quicker utilizing various bidding techniques and offers.
4. Increase Bids For Certified Visitors Of Your Site Who Have Not Bought
An easy method to leverage certified users in your existing Browse campaigns is to increase the quote on those users just.
You don’t require to create separate campaigns for these users if you do not want to. Segmenting these users and controling the bids on them keeps your account management under control.
To use this technique, you’ll first require to create a remarketing list of users who have not made a purchase yet. You can use certifications only to include individuals who:
- Have actually made it to the cart checkout.
- Checked out a certain amount of pages.
- Invest a specific amount of time on site.
- Gone to specific categories/high-value product pages.
Once you have developed those, it’s time to add them to an existing Browse project and increase the quote.
What this indicates is that you want to pay more for their click due to the fact that they’ve currently communicated with your brand name in some way.
In your Browse project, browse to “Audiences” on the left-hand side.
In this example, I’m setting the audience at the campaign level, however you can set them at the ad group level as well.
Make sure to pick “Observation” so you’re still able to record other new users who are researching your brand.
Screenshot by author, October 2022
Once you’ve included your certified remarketing list, it’s time to increase your bid change.
Still, in the Audiences tab, you’ll see your remarketing list added.
In the columns, you’ll see “Bid Change.” Pick the “pencil” icon to change the bid as you please. In this example, I’m going to increase the quote by 15%.
Screenshot by author, October 2022 Once you’ve executed this modification, make certain to continually examine back on the audience efficiency and determine if bids require to be altered based on efficiency. 5. Increase Bids For Users Who Have Finished A Micro-Conversion This method is similar to the example above, except for the type of user you wish to target. If a user has finished a micro-conversion of any sort, they’re likely a high-qualified user to purchase. What are examples of a micro-conversion? Depending on your product or service, these could include:
- Registering for emails or newsletters.
- Downloading an ebook.
- Signing up for a webinar.
- Requesting a free sample.
These kinds of conversions show a user is active in research study mode and seriously considering your brand.
By increasing the quote in your search campaigns for these users, you’re stating you’re willing to pay more for their clicks due to the fact that they’re that far more most likely to transform.
The procedure of setting this method up is the very same as above, with the exception of producing a remarketing list based on the success of these micro-conversions.
6. Test Take Full Advantage Of Conversion Worth With Cart Abandoners
This remarketing method would require you to create a separate campaign targeting just cart abandoners.
You may be asking, “Why not just utilize Optimize Conversion Worth for everybody?”
If you have actually ever checked out the Maximize Conversion Value bidding method in Google Advertisements, you’ll understand exactly why.
The factors I don’t recommend using this for all campaigns include:
- You can’t set any maximum ceiling worths.
- Not all users are ready to acquire.
By segmenting a search campaign specifically for cart abandoners, you can test this bidding technique at a lower limit– and with the most certified users who are most likely to make a purchase.
Similar to the above examples, this strategy tells Google that you want to be more versatile in how much you pay for somebody to buy.
And what better way to test this than with users who were almost ready to make that purchase?
To set this method into movement, you initially need to develop a remarketing list of “Cart Abandoners.”
This will look various for everyone, but it will likely be URL-based and able to be created in either Google Analytics or Google Advertisements.
After that list has been developed, it’s time to set up your brand-new search project.
This campaign can be a replicate of any other search project. Just make sure to omit your Cart Abandoner list from that existing project. We do not want any cross-over here!
When producing the new project, this is where you’ll set the bid technique to “Take full advantage of Conversion Value” in the settings.
Screenshot by author, October 2022 Google Advertisements does give you the choice to set a target return on ad spend, giving you somewhat manage over project efficiency. Depending upon just how much flexibility you have in your marketing budget plan, you can either leave that blank or set a target. If you do set a target ROAS,
ensure not to set it too high immediately. Otherwise, the campaign won’t have the ability to efficiently find out. 7. Create Offers Based On The User’s Interaction Timeline Did you know you can develop the same remarketing list of users but sector them
by the variety of days? Say you had a cart abandoner and wanted to move them towards purchase ASAP. You might
be willing to give them a higher discount rate considering that the purchase was still brand-new in their mind. If they still have not purchased within three days, you may pick to still provide
them a discount rate, but not as high as the very first deal. After 7 days, you still desire them to keep your product top-of-mind, but that discount or
deal may alter once again because they’ve waited so long. So, how do you tackle establishing this technique? First, you’ll wish to produce 3 different remarketing lists
(for this example just). Produce cart abandoner audiences separated out by one day, three days, and 7 days. In Google Ads, you just alter the”membership duration”for each list. An example of where to change that throughout list development is below: Screenshot by author, October 2022
Once these lists are produced, I recommend establishing different ad groups for each list. You’ll desire various advertisement groups since the offer will be different for each list.
The last essential piece of targeting cart abandoners is to leave out purchasers from your campaign. You will do this in the “Audiences” tab of your project and add your “Purchasers” remarketing list as an exclusion.
Post-Purchase Journey Remarketing Techniques
As soon as a user has actually bought, that’s not necessarily the end of their journey!
These remarketing methods enable previous purchasers to become your most valuable property and chances for repeat purchasers to become brand name supporters.
8. Cross Promote Other Products Based On A User’s Purchase Behavior
Among the best ways to produce a repeat purchaser is to suggest matching products based upon a user’s purchase.
For example, state you’re a makeup brand, and a user just bought their very first tube of lipstick and mascara from you.
An effective remarketing strategy would consist of developing lists of previous buyers segmented by product classification. This allows you to cross-promote other products and exclude item types they’ve just bought.
In this example, you might create a remarketing list of users who have actually bought lipstick or mascara. You can then use that list to remarket items like foundation or eye shadow to encourage a repeat purchase.
These lists and methods would work well in Dynamic Remarketing Ads or Google Shopping Ads. Since these items are much more noticeable, you ‘d want to use those project types to your benefit.
9. Omit Past Purchasers To Optimize Spend Performance
As mentioned in method no. 7, you’ll want to exclude previous buyers from current acquisition projects to optimize costs effectiveness.
An example of lazy remarketing is for a user to see an ad for a product they have actually already bought.
Not just does that develop a bad taste for the user, but that indicates you’re losing valuable marketing money on individuals who have actually already purchased.
Now, there are certainly times when you ‘d not want to exclude past buyers, specifically if your item is a repeat purchase.
However, in these examples, your search campaigns are most likely pursuing new users.
To leave out previous buyers, go to Audiences on the left-hand side of your project, then find the “Exclusions” table.
Screenshot by author, October 2022 10. Develop Brand Name Supporters From Your Existing High-Value Clients It holds true when they say that your consumers are your finest supporters. They have put their rely on you to deliver a high-value service or product that they have come to know and trust. So, how do you turn them into advocates? This remarketing technique still consists of utilizing that exact same previous purchaser list. A few different options you could potentially provide previous purchasers: Produce a referral program and give discount rates for each person who purchases. Offer discounts based on supplying a favorable public evaluation. Just
- because somebody has purchased from you as soon as does not imply they become a devoted consumer. Often it takes extra motivation to wish to buy again.
Commitment or referral discount rates are an excellent method to keep your existing consumers returning to you, along with using their own referral automobiles to create brand-new customers.
Creating referral programs is a low-priced and efficient multi-channel awareness strategy that is equally helpful for you– the brand and the customer. Summary Remarketing is not a one-size-fits-all technique. In today’s age, it needs thoughtfulness, tactfulness, and division to be successful. Thinking outside package on your remarketing methods can lead to more economical marketing, greater ROAS, and faster development if you utilize them correctly. Often, the power of remarketing lies within the list setup and project division.
More Resources: Featured Image: Andrii Yalanskyi/Best SMM Panel